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The Voice of the Customer

The Voice of the Customer

Shep Hyken interviews Dave Carruthers, CEO of Voxpopme, a company that redefines the possibilities of video for market research and customer feedback. They discuss how CX practitioners can move away from just measuring customer feedback to driving real change in the customer’s experience.

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Top Takeaways:

VoC or Voice of the Customer is hearing directly from customers about all aspects of their journey to make continuous improvements to all areas of that experience. If done right, it can be a huge driving force for all businesses. So how can companies gather these valuable insights from their customers?

Here are the top 3 ways:

  • Timely: Real-time feedback is key. The longer the time lapses between the experiencing and asking for feedback, the more likely the customer’s recollection of their journey will be blurred.
  • Flexible: It’s all about giving the choice back to the customers. They should be able to decide when and how they can give feedback.
  • Personalized: CX practitioners should take a look at what they already know about their customers and their experiences and base their subsequent survey/feedback questions on that.

Tune in for more insights on collecting, analyzing, and using feedback to make meaningful changes in the customer’s experience.


“All customers want to feel heard, that their opinion matters, and that they are not providing feedback which just goes into a black hole.”

“The best companies in the world are meeting customers where they are and allowing them to provide feedback in a medium that matters most to them.”

“Video solicits a richer response from customers. Compared to a text box on a survey where most people would only put in 3 or 4 words, with video, most customers will give 45 to 90 seconds of feedback.”


Dave Carruthers is an entrepreneur who specializes in high-growth tech businesses and a video insight evangelist with global ambitions for growth and adventure. He is the CEO at Voxpopme, a company that provides an end-to-end software solution for video research, enabling researchers to capture video feedback at speed, analyze it at scale, and share it with ease.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. What does VoC or Voice of the Customer mean?
  2. When is the right time to send a survey?
  3. Does collecting feedback breach customer privacy?
  4. What is the biggest challenge for CX practitioners right now? 
  5. Why are companies struggling with understanding their customers?

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